4 Min Read
The latest trends in society and culture from The Harris Poll
One Interesting Number: 66 “Me and Karma vibe like that” (Taylor Swift): More Americans believe in karma today (66%) than in organized religion (54%), and even in cryptocurrency (48%).
Lottery Over Logic
Americans are buying spells on Etsy as a rational response to a system that stopped making sense. When traditional pathways feel rigged, people start making different kinds of bets – a phenomenon that we’re dubbing the “Lottery Economy.”
- What we found: (73%) of Gen Z / Millennials say traditional financial advice is out of touch with current economic realities
- The stat you can’t ignore: Over half (53%) even trust manifestation practices more than compound interest for building wealth, while (41%) would consider hiring witches, astrologers, etc., for major life planning decisions.
- What to consider: We’re not here to tell you whether your Etsy witch will come through or not, but that culture is increasingly seeking “third realms” – alternatives to the traditional logic and linear paths we were promised would work.
What this means: “The Lottery Economy isn’t about people becoming less rational; it’s about people responding to an irrational system,” writes our CSO Libby Rodney. “The brands winning in this environment aren’t the ones offering more logic or expertise; they’re the ones providing hope, possibility, and a sense that something different might actually work. This doesn’t mean adding manifestation or spells to your marketing (though if that’s authentic to your brand, why not?). It means making people feel like they have a chance.”
Grocery Pain Rises
In an exclusive Axios Vibes By The Harris Poll, in this morning’s Mike’s AM newsletter, we dive into the burn Americans are feeling in the grocery aisles.
- What we found: Nearly half of respondents (47%) say it’s harder to afford groceries now than a year ago, more than those saying it’s easier (19%; about the same: 34%).
- The stat you can’t ignore: Prices for certain staple items many people consume nearly every day have risen much more than the average, including ground beef (up 12.8% in the past year), eggs (up 10.9%), and coffee (up 20.9%).
- What to consider: While eight in ten Americans do believe a president has “significant influence” over the economy, that doesn’t mean business can escape consumers’ ire. (60%) feel that companies will use tariffs as an opportunity to raise prices more than necessary to boost profits.
What this means: “Grief at the checkout line was a significant driver of voters’ discontent with Democrats in last year’s presidential elections,” writes Axios’s Margaret Talev. The midterms just might hinge on a “cleanup on Aisle 4.”
KPop Demon Hunters is More Than Just a Movie
In the few months since KPop Demon Hunters’ unassuming Netflix debut, the cult following isn’t showing any signs of slowing, showing that novel content can have global impacts.
- What we found: Half of Americans (53%) consider themselves global content consumers today – especially younger Americans (Gen Z/MLS: 70%), with (45%) saying Korean media trends are miles ahead of U.S. ones.
- The stat you can’t ignore: Netflix’s two most-watched titles are both grounded in Korean culture – KPop Demon Hunters and Squid Game– with the former amassing 266 million views and its original songs breaking into Billboard’s top spots.
- What to consider: In a landscape full of remakes, consumers are looking internationally for what’s cool in entertainment. “[Audiences] are looking for new flavors… and not just have every movie set in suburban America,” notes co-director Chris Appelhans.
What this means: Kpop Demo Hunters has evolved into a cross-demographic hit in a fractured streaming era. In part, because it showed the audience something novel: co-director Maggie Kang noted that she had never come across a Korean project in her over 10 years of working in the animation industry in Hollywood. To do it right came with effort, with a commitment to authenticity extending even to the smallest of details. “You have to know Korea to show it just the way it is,” said Kang. A clear lesson for brands, that no amount of shortcutting will pay off in the way that authentic engagement and immersion will.
